THE China Tourism Academy (CTA) and Shanghai-based travel company Select Holding have joined hands to launch the Welcome Chinese project, a new hospitality standard certification programme dedicated to Chinese guests.
The only standard recognised by the CTA, the Welcome Chinese Standard Certification seeks to raise the degree of readiness of international travel-related businesses in welcoming Chinese guests.
Concetta Caravello, Welcome Chinese project’s head of external relations, said: “The Chinese market is very complex and difficult. Chinese travellers are definitely attracted to foreign destinations and curious about different lifestyles, yet they cannot do without some habits when travelling.”
She added: “It is therefore important to know how to welcome them and respect their habits, e.g. they cannot do without Chinese breakfast or drinking hot water.”
There are three Welcome Chinese Standard certifications – bronze, silver and gold – depending on the qualifier’s number and nature of services for Chinese travellers.
For instance, the bronze level is awarded to hotels that broadcast at least two Mandarin-speaking TV channels; the silver requires, in addition, a kettle and tea set in hotel rooms, as well as the acceptance of China UnionPay.
To acquire the gold level, the hotel would additionally need a Mandarin-speaking member among its staff, traditional Chinese food for breakfast and the provision of a Mandarin welcome kit for Chinese visitors.
According to Caravello, about 300 hotels worldwide have been certified, with another 500 hotels currently in the process of being certified.
However, apart from hotels, Caravello said the certification is also aimed at travel-related businesses and visitor facilities such as museums, theme parks, shopping malls, airports, trains, city sightseeing and car rentals.
Earlier this year in June, Rome Airport became the first airport in the world to be granted the Welcome Chinese certification.
